This document discusses strategies for digital marketing success. It covers topics such as search engine optimization, paid search marketing, video advertising, and using digital technologies like podcasts and webinars. The document also discusses how digital marketing is influencing companies today and provides an overview of emerging technologies like widgets, feeds, and customizing communications through multiple online channels.

1. eMarketing strategies for Success Gary Gopinathan, CEC, PDM (Asia Pacific) Founder / Director of Consulting and Training GSQM

8. History & Growth of Internet

12. SOSTAC Planning Framework Situation Analysis Control Actions Tactics objectives Strategy

14. Alternative relationships EM EC EB E-marketing has some overlap with e-Commerce and eBusiness a) b) EM = EC = EB EC EM EB eBusiness eccompasses e-marketing and ecommerce, but e-marketing involves more process than e-commerce E-marketing is broadly equivalent to e-commerce and e-business c)

17. Communication channels Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling Offline media

20. Where is my business in this connected world? Is my business connected?

21. Is your competitor seated next to you TODAY? What is your competitor doing that you are not doing? What can you find out online about them?

23. Web Marketing

27. Web 2.0 and Marketing New 4Ps Personalization Participation Peer-to-Peer Community Predictive Modeling

28. Levraging Digital Technology Promoting products and services using online distribution channels to reach consumers in a Timely Relevant Personal Cost Effective Manner

29. Digital Marketing mediums / networks Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling

30. New Media Animation Audio Virtual Worlds Video ROVION Video for your Web Portal www.rovion.com

31. Pull vs. Push Pull Push

32. FeedCommerce

33. Something to think about? Who have influence in relation to an issue/brand? (Who should we influence?) Where do they get their influence from (who listens to them)? When the voices are weighed according to their influence on a topic, what is actually being said? What is our position in the influence network compared to the one we desire – to our competitors? What are the trends in the market? Which features of our products/services do the different market segments appreciate.

34. Weather Information

35. Application Interfacing

36. Feed Marketing - the benefits Permission based 100% opt-in Inexpensive to implement Personalized RSS “Web2.0” compliant

38. Widget samples

39. Feeds and Widgets [desktop]

40. Feeds and Widgets [web]

41. Feeds & SEO – google base

42. Customers/ Employees/ Partners “ Pull” Channels “ Push” Channels Communication engagement is broken! Email Website SMS Call Centre Offers Promotions Product Updates Events Personalised News Performance Metrics Product News Training Accreditation Partners Blog Updates Order Status Sales Toolkit Emergencies

43. “ Pull” Channels Blended Multi-channel Push Customers/ Employees/ Partners Email Website SMS Call Center Offers Promotions Product Updates Events Personalised News Performance Metrics Product News Training Accreditation Partners Blog Updates Order Status Sales Toolkit Emergencies Desktop Agents/ Widgets/RSS/IM Handheld Agents

44. The desktop: good “attention” real estate

45. A growing number of channels/devices… @ SMS Next? IM Skype VoIP Desktop Alerts Widgets ATTENTION!

46. A blended multi-channel approach 3 2 - - 1 Sports Alerts ? ? ? ? ? Your notification 4 2 3 - 1 Tracking Alerts 4 3 - 2 1 Breaking News - - 2 - 1 Time based offers 2 1 - - 3 Banking Alert 3 2 - - 1 Traffic Alerts 1 1 1 1 1 Fire/Bomb Alert SMS (Wide adoption, very expensive, high attention value, private) Mobile Push (Requires client soft., portable, high attention value) Email (low attention value, wide adoption, reference) IM (private, cross platform) Desktop/RSS (requires client soft., interruption, branding, economical, interactive, high attention value)

47. YouTube delivers more than 100 million video views every day with 65,000 new videos uploaded daily Yahoo! Answers had 160 million answers posted in its first 12 months Myspace has 185 million registered users and between 39 and 45 billion page views per month Facebook has 22 million registered users who generate 40 billion page views a month 36% of online American adults consult Wikipedia User-Generated Content Is Everywhere 33 million (26%) have rated a product, service, or person using an online rating system 12 million adult American Internet users (8%) maintain a blog and 57 million users (37%) read blogs Blogs Ratings & Reviews Confidential and Proprietary. © 2006 Bazaarvoice, Inc.

49. Reviews Drive Conversion Highly reviewed products receive more attention from both consumers and retailers ultimately leading to higher sales Data compiled from Bazaarvoice customers

50. Ratings & Reviews Drive Value Across All Channels Confidential and Proprietary. © 2006 Bazaarvoice, Inc.

51. After Ratings & Reviews in RSS Drive Higher Clickthroughs Before Burpee drives customer engagement by providing featured product and educational content via RSS . Average daily RSS clickthroughs are 43% higher when Burpee includes customer reviews alongside featured products! Confidential and Proprietary. © 2006 Bazaarvoice, Inc.

52. Reviews Enhance Offline Marketing & Store Signage Confidential and Proprietary. © 2006 Bazaarvoice, Inc.

53. BE USEFUL TO THEM SEE THE WEB LIKE A SEARCH ENGINE UNDERSTAND YOUR NETWORKS LEARN FROM SOCIAL MEDIA’S SUCCESS

54. And turnaround © Copyright Spannerworks 2007. All rights reserved

60. Create a profile & messages to appeal to the target market MySpace discovered that the momentum effect of consumer-to-consumer (C2C) advertising can account for 70% of a campaign's impact on social networks . Amplification of Message Direct Brand Interaction Brand X

61. Myspace offers the most overt commercial opportunities June 2007

65. 2007 Balanced Tipped Asia Pacific takes the global lead in some key aspects of the digital marketing mix Internet world stats – 36% of world’s online population lives in Asia Mobile penetration remains higher than anywhere else in the world. HK, Aust, Taiwan, are the world’s top 3 mkts Asian users accessing the Internet over their mobile phones exceeds the entire Internet connected population of the US

67. 2007 Balanced Tipped Despite all these stats – digital marketing still captures only about 3% of all advertising dollars in the region 3% is remarkably low, considering that the web is among the top 3 consumed media types (TV, Print and Outdoor) Younger demographics users spend the majority of their media time online and on the mobile, often simultaneously consuming other media.

68. What’s in it for me? unprecedented business opportunities for Marketers, Advertisers and the entire Digital Marketing “ecosystem” of portal, mobile operators, communication service providers, games and entertainment companies, handset manufacturers, interactive agencies and the rest.

71. Web 2.0 and Marketing New 4Ps Personalization Participation

72. Email Marketing – Pull vs. Push Pull Push

73. E-mail 2.0

74. SAP get the sell/inform balance right

76. How succinct are your subject lines?

78. HP E-newsletter ticks the boxes

79. Templates that work in the inbox – beware image blocking

80. Is your email clear within the preview pane? Ensure email width < 500 pixels, key messages on left…

81. Skills to manage email marketing Web design skills, HTML and web technology and software application usage

82. Manage Contacts

83. Create

84. HTML Message

85. Text Message TEST!

86. Send

87. Reports

88. DMAS Commercial Electronic Messaging Compliance- Email Marketing Checklist As of 1 June 2007

89. DMAS Commercial Electronic Messaging Compliance- Email Marketing Checklist As of 1 June 2007

90. Important elements forming an email marketing campaign Design & copywriting Measurement & Analytics Personalisation Strategy & Campaign Planning Segmentation

91. Barriers to Effective Use of Email Lack of Skills & Training Lack of Budget / Finances Lack of Strategy Lack of Segmentation Quality of Email Database

92. Barriers to Effective Integration Disconnected Systems / Technologies Lack of Budget / Finances Lack of Skills & Training Organisation Culture

93. To work on the following Strategy & Campaign Planning Measurement & Analytics List / Data Quality Segmentation Campaign Optimization

95. Get Your Own House in Order Consolidate and integrate your email campaigns Build effective communications strategy, including Relevance, personalisation, segmentation and targeting Develop a testing strategy Focus on List and Data quality

96. Choose Your Partners Carefully Follow strategy not features Use agencies for expertise Work with partners Choose an approach based on your set up

97. Think Strategically: Take the Next Step Quick wins are possible Deliverability Understand the barriers to effective email integration

98. Search Marketing

100. Options Available Website + Microsite Search Marketing # SEO # PPC # Trusted Feeds Online PR # Media Alerting Service Online Partnerships # Link Building # Affiliate Marketing # Sponsorship Interactive Ads # Banners, Rich Media # Dynamic / Behavioural #3 rd party e-newsletters Opt-in-email # Cold email # Co-branded email 3 rd party e-newsletters Viral Marketing # Pass along # Prompted # Incentivized Offline Communications # Advertising # PersonalSelling # Sales Promotion # PR # Sponsorship Offline Communications # Direct Mail # Exhibitions # Packaging # Word of mouth

101. Search for Flowers

102. Search for books

105. Online PR

106. Web Measurement

107. Server Capacity Kilo- Mega- Terra- Petabytes per second Page Speed Fast Slow Gone Nice Fine OK Painful Sucks

108. Server Logs Transaction Records for Recovery Surfer http log - “server log” What pages were served to which IP addresses & when? Web Server

114. Web Site Navigation Divining by Pageviews About Us Product C Product B Events Services Home Products Product A White Paper Specs Price

115. Product A Products Product B Products Home White Paper Products Product A Web Site Navigation Divining by Clickstream

118. Emetrics - Business Metrics for the New Economy

127. Feedback Loop Gap Measure Analyze Report Change Cleanse Internal Interpret Plan Capture The Feedback Loop Effect Loop Gap X X

129. http://www.barnesandnoble.com/

130. http://www.barnesandnoble.com/

131. http://www.barnesandnoble.com/

132. http://www.barnesandnoble.com/

133. http://www.barnesandnoble.com/

134. http://www.barnesandnoble.com/